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Johann Van Tonder is COO at AWA Digital — an award-winning conversion rate optimization agency that helps e-commerce businesses around the world grow online conversion rates and sales using a scientific process. He is also the co-author of the book, “E-COMMERCE WEBSITE OPTIMIZATION: WHY 95% OF YOUR WEBSITE VISITORS DON’T BUY, AND WHAT YOU CAN DO ABOUT IT”. What you’ll learn about in this episode: The value of using speaking engagements as an opportunity to teach rather than sell Why Johann and Dan wrote the book “E-Commerce Website Optimization” Why value proposition is a central concept in marketing and conversion rate optimization The importance of understanding and shaping consumer behavior How to research your customers to determine their consumer behavior The benefits of doing usability testing using online video services How to turn more of your website visitors into customers Why you should grow your business methodically over time The importance of listening to your customers Why the most critical sk